. >> biden. >> no, no. >> many were better at celebrities. >> tom cruise. >> justin bieber. >> it's not that people are stupid, but most americans spend more time thinking about other things. >> the average amount of time that a person spends on presidential politics in the course of a campaign is probably about three hours. >> that may shock you political junkies who watch fox, but americans spend much more time thinking about food, money, sex. politics is way down the list. it's a reason they keep appeals simple, emotional. >> there's a bear in the woods. >> republicans run ads like this one to suggest democrats are soft on defense. >> isn't it smart to be as strong as the bear? >> we the republicans, we see the threat. we're going to take action to protect the nation from this. democrats, you can't trust them. >> jonathan's research based on surveys of thousands of people concluded that most of us choose our political party less on fact and more on which politician seems to be like members of our clan. >> he says conservatives join with people who worry more about foreign threats. li